Bristol Myers Squibb’s Bryant Powell shares his framework for success.
More Americans now listen to podcasts than traditional AM/FM talk radio.
Before brands launch their own, however, they need to answer some foundational questions. Just because podcasts are popular doesn’t mean each one attracts listeners. Not every organization needs its own series, either.
“You need to get the audience’s perspective,” said Bryant Powell, associate director of social media, podcast and virtual assistant capabilities at Bristol Myers Squibb. “From that, you want to work backwards throughout their whole journey to understand how you can set up your podcast for success.”
In a presentation hosted on Ragan Training, Powell shares what he calls the four C’s of podcast optimization.
- Customer: This is the brand’s target audience. The aim is to make content that appeals to them. Knowing who these consumers are and what they like or worry about is the critical first step.
- Call to action: This is what the brand wants listeners to do after the podcast ends. Click a link? Refer a friend? Download an infographic? Visit a page on the brand’s website? Having this outcome in mind helps determine whether the podcast is achieving its objective.
- Communications: No one will listen to a podcast, whether it’s produced by a toothpaste manufacturer or their favorite celebrity, if they don’t know it exists. Brands need to help consumers find it through a solid communications strategy. This involves writing compelling copy and selecting the best channels to promote it.
- Creative: Finally, brands need to produce good content that stands on its own. This includes everything from the title to the artwork to the special guests. Consumers have thousands of options. Why should they spend their time listening to a brand’s podcast over any other one available on the market?
Watch the full session, “Podcasting for Thought Leadership: Marketing Strategies for SMEs, Brands, and Education,” on Ragan Training.
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